UK mobile consumers are more likely to click on an ad that encourages interactivity, according to a new study. 

The study, by mobile ad network Mojiva, found that 58 per cent of its sample clicked on a mobile ad at least once a week. 30 per cent of respondents to the three-month survey said that interactive ads were most likely to garner a response. Animated banner ads scored 20 per cent, followed by video ads (18 per cent). Those least likely to stimulate a consumer response were ads that take over the whole screen, with only 2 per cent in favour of this style.

When questioned about what mobile advertising prompted them to do, 48 per cent said they would browse a website, 45 per cent download a mobile application and 40 per cent listen to music, with 33 per cent requesting more information and 31 per cent purchasing a product.

“The Mojiva MAG findings show that there is a growing acceptance of advertising in mobile by users, but it highlights the need for advertisers to make sure they are creating a rich and interactive experience for the consumer if they are to be successful,” says Amy Vale, head of marketing at Mojiva. “When advertisers do so, mobile users are seeking more information and developing a loyalty towards that brand as a result.”  

To download the full report, click here.